26 • November 2026 • Powersports Business
PWC / MARINE www. PowersportsBusiness. com recreational activities across coastal regions, lakes and tourist destinations. Many consumers, especially tourists and occasional riders, prefer renting PWCs rather than purchasing, according to Fortune Business Insights, as it provides a cost-effective way to experience the thrill of water-based activities without long-term ownership expenses. Rental operators typically offer fleets of various PWC models, catering to different customer preferences, from recreational rides to high-performance experiences.
Ruggeiro says Yamaha works very closely with its rental operators, as they represent a decent slice of sales for the manufacturer.“ We’ ve been the No. 1 choice of rental fleets for years, and that reputation does real work for us,” he says.“ When a boat proves itself in the punishing conditions of a rental operation, retail buyers notice.”
Yamaha spends a lot of time with its rental operators to help figure out exactly what they need and build it into the product, according to Ruggeiro.
MIDRANGE PWCS ARE THRIVING When it comes to engines, everyone wants to talk about high horsepower. But Ruggeiro describes that when you look at the industry numbers, the midrange segment is bigger, and it’ s growing faster.“ That’ s not to say high performance doesn’ t matter, because it does, and those buyers are the die-hard enthusiasts who live for the sport,” he says.“ But there’ s a real trend of consumers deciding‘ this is plenty,’ then either stepping up to a higher engine option on an entry-level model or dropping down to a smaller engine on a luxury or performance model to save money.”
Outside of the very price-conscious shopper and the hardcore enthusiast, just about everybody is a candidate for that midrange segment.
“ That’ s exactly where the 1.9L HO shines,” Ruggeiro says.“ It also points to where our engine development is headed. Buyers care more about quick acceleration, towing and easy cruising than they do about chasing a top-speed number. And with fuel prices and emissions rules where they are, we’ ll keep leaning on things like combustion tuning, friction reduction and smarter engine management.”
FUELING INDUSTRY GROWTH As manufacturers attempt to balance reliability, electrification and raw performance, understanding these shifting consumer priorities is critical for dealers looking to capture the next wave of growth.
Yamaha is ready to take on the future of the PWC market, with its research and business development teams keeping close watch on these industry trends.
This article has been adapted from the August 2026 edition of Boating Industry.